This Girl Can: Phenomenal Women

“This Girl Can” is on a mission to “give judgment the finger,” and, in the process, help women manage the fears that prevent them from becoming more active. By two years after launch, our campaign had encouraged 2.8 million women to become more active. We had successfully reduced the gender gap, but our work was not done. To close the gap further, in Phase 2 we set out to talk to a wider range of women (ages 14-60), target new barriers, drive resilience, feature new life stages and celebrate the sense of belonging that women feel when active.